Advertising Marketing Research Articles

The Role of AI-driven Digital Advertising in Sustainable Real Estate Marketing in Nigeria

The 21st century has witnessed massive digital disruptions in all sectors, in what is now known as the Information Age. The foundation of these disruptions can be traced back to digital technology, which has drastically transformed communication and access to information in societies. It has also enabled organizations improve their business operations and create more value for their customers. Contemporary consumers’ behaviors and patterns are constantly changing hence, organizations need to adapt and transform their processes to incorporate use of digital tools in order to remain a going-concern, as well as be creative in offering them products and services that align with these needs. Using the Social Construction of Technology (SCOT) and Media Richness theories, this paper adopts a qualitative research design to explore how Industry 4.0 (4iR) technologies like Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR) and Big Data are changing the way organizations advertise Real Estate to targeted consumers, while considering the ethical and privacy implications of such engagements. Using a purposive sample of ten realtors in the luxury home segment, semi-structured interviews were used to collect data that was analyzed thematically. Findings confirmed that AI-driven tools have enhanced the digital advertising strategies of realtors, stimulated purchase intentions and sustained business growth.

Disinformation and fake news as externalities of digital advertising: a close reading of sociotechnical imaginaries in programmatic advertising

ABSTRACT Disinformation researchers suggest that the digital advertising market has been used to divert brand budgets to monetise misinformation and fund fake news. Despite mounting evidence from journalists and whistleblowers, it remains unclear why advertisers and marketing academics overlook the harmful effects of online advertising. This study explores the techno-social imaginaries that frame harmful outcomes as externalities unrelated to the market. By analysing how marketing agencies describe programmatic advertising, three imaginaries emerge: (1) an ideological justification, (2) the disassociation of adverts from publishers, and (3) selecting marketers as the sole stakeholders. The sociotechnical imaginaries conceal likely outcomes, including ad fraud, the proliferation of AI-generated synthetic users (social bots), and the monetisation of incendiary content. The article urges digital marketers to establish oversight over advertising technology firms (AdTech).

Research on the Social Media Marketing on Beauty Product: Based on Questionnaire Method

With the rapid development of the Internet, network broadcast and product marketing advertisements are gradually integrated into our lives. As the main force of consumption, women's consumption behavior has also become the focus of attention. This paper takes the social platform marketing of beauty products as an example, and conducts a directional analysis of consumer behavior through the research method of questionnaire survey. The survey results show that the main group of online consumption is concentrated in young people. From the perspective of regional distribution, most consumers come from southeast China, that is, the more economically developed areas, and the first-tier cities are mostly. Consumers prefer actual demand and are influenced by Internet celebrities and online comments. The research results of this paper can be used as a reference for cosmetics companies to formulate more targeted marketing strategies, help cosmetics brands to improve sales and performance, and provide references for the direction of social network publicity.

Perceived Greenwashing and Its Impact on the Green Image of Brands

In contemporary society, the growing attention paid to environmental protection and sustainable development has led to an increasing demand for green products. To meet this demand, companies have widely adopt green marketing strategies aimed at attracting consumers through environmental attributes. However, the phenomenon of “greenwashing”, where companies exaggerate or mislead the public about their environmental actions, undermines consumer trust and damages brand reputation. This study explores the impact of brands’ green marketing strategies on consumers’ perception of greenwashing and green brand image through in-depth interviews and surveys. Initially, four key dimensions of brand green marketing were identified through interviews with 40 experts and industry stakeholders: products and services, communication, relationships and interaction, and commitment and values. Subsequently, data from 325 valid survey responses were collected online, and the hypotheses were tested using factor analysis and structural equation modeling. The results indicate that communication, relationships and interaction, and commitment and values effectively reduce greenwashing perception and, through this mediation, influence green brand image. This finding underscores the importance of brands avoiding false advertising in green marketing and ensuring the authenticity of their environmental information to maintain and enhance their green image.

Exploring the Impact of Audio Advertising in Digital Marketing: Strategies, Effectiveness, and Future Trends

Exploring the Impact of Audio Advertising in Digital Marketing: Strategies, Effectiveness, and Future Trends

Impacto de la inteligencia artificial en la moda. Análisis de influencers digitales en las fashion weeks internacionales

The phenomenon of digital influencers has transformed the way brands communicate with their audience via social networks. In a society that is governed by immediacy, companies have taken the lead in considering Instagram as the platform on which to advertise their products. In this scenario, influencers become a key tool and a business market for advertising. In parallel, Artificial Intelligence has given riseto a world of avatars, a non-human profile, that develop capabilities with unknown effects on audiencesand that focus the attention of fashion brands. The objective of this research is to understand how digital influencers communicate on Instagram and the impact on luxury brands. A dual-focus content analysis methodology (quantitative/qualitative) and SPSS statistical tool are applied. The first results show the level of frequency of digital influencers in the advertising campaigns of fashion brands, the presence of luxury brands in their conversations and a positive interaction with users, despite being profiles thatcannot reproduce the emotions of human language, we have been able to obtain some results whichsupport that, although the avatars generated by artificial intelligence (AI) have the necessary characteristics to play a relevant role in brand advertising on social networks, it cannot be said that are involved in the “influencer” profession in at least not in the near future. In the future, it may be equivalent to the work done by humans.

AN ANALYSIS OF IMPACT OF SOCIAL MEDIA MARKETING WITHIN THE FRAMEWORK OF CAUSE-BASED MARKETING

Social media marketing is the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholder. Marketers and consumers are at present extending their communication through a dynamic new media called the social network. This is the latest development in advertising products and communicating with consumers. Social media is one of the fastest-growing, which encompasses enormous spontaneous brainstorming among its network members for developing an opinion . Actually, this robust social media platform has created an exemplary scope for any brand to advertise its product through exposure, attention and perception; to develop opinions; and to create values. The use of traditional one-way communication to promote consumer perception and boost favourable attitudes towards product value has been dramatically losing its persuasive influence due to the overarching appeal of Facebook as a method of connection for peers Now product judgement, evaluation and perception and the final attitude development processes have been drastically aligned with a new pattern of multidimensional communications where consumers are more interested in and find more credibility through pursuing and streamlining peered opinions instead of getting traditional marketing advertisements. Cause marketing creates a context for social activism by inducing pro social behaviour in consumers; however, not all consumers find every social issue relevant to their interests, values and goals. Marketers use messaging strategies to convey the importance of a social issue and make it seem relevant enough to motivate consumers to behave in a desirable way. In this era, social media platform can be integrated into the cause marketing strategy. This new technology sets out new mechanisms and communication tools that companies, governments and anyone who wants to engage in cause marketing can rely on to interact and engage with actual and potential customers.

Edible Bodies? Conspicuous Consumption, Women’s Bodies and Postcolonial Masculinities in Fast-Food Advertisements in Zimbabwe

ABSTRACT While existing scholarship has primarily focused on examining how women are often objectified and sexualised in fast-food marketing advertisements, this article shifts the focus to demonstrate how such advertisements reveal the construction, performance and negotiation of precarious masculinities. By concentrating on advertisements from a Zimbabwean fast-food chain, Mambo’s Chicken, this article argues that advertisements framing women as edible items offer insights into how precarious masculinities are constructed, performed and negotiated within the postcolonial context of Zimbabwe. Specifically, it examines the use of sexual humour, banter and innuendo in advertisements from Mambo’s Chicken, considering the complex issues inherent in conspicuous consumption and how they illuminate multifaceted insecurities that men navigate as they attempt to assert their dominance. This negotiation of masculinity occurs within a paradoxical context characterised by excessive consumerism and precarious economic conditions.

Effects of Social Media on Branding ——The Rise of Creative Advertising Marketing

In the Web2.0 era, social media has developed into the most compelling area in the global media industry and brought online users a fresher experience and more creative network communication application models. Both its social impact and economic development have become the new engine and growth point of the media industry. More and more brands and companies put their advertising budgets on social media advertising, because social media advertising is not only affordable but also able to accurately target the consumer group. The Internet word of mouth formed by social media is reshaping the relationship between brands and consumers. At the same time, the way audiences receive and disseminate information has undergone tremendous changes, and advertising creative communication is also facing huge challenges. This article will analyze the development process and trends of social media from the perspective of its core technology and communication characteristics, and then explore the social-psychological impact and cultural value of social media brought to brand communication.

"Personalization Trends: Creating Tailored Customer Experiences" Dynamic Digital Solutions

The designing and producing in ways that resonate with customer preferences. Content and products that are personalized according to customer preferences can reduce customer fatigue and time in making choices, thereby decreasing their cognitive load. Despite its importance, the literature on personalized marketing remains fragmented due to the absence of a comprehensive review that consolidates the intellectual structure of the field. This study bridges this knowledge gap through a bibliometric review using performance analysis and science mapping. Through a comprehensive review of 383 publications, this study reveals the publication and citation trends, the most prolific authors, journals, and publications, and six major themes personalized recommendation, personalized relationship, personalization–privacy paradox, personalized advertising, personalization concept and discourse in marketing, and customer insights in personalized marketing) that characterize the body of knowledge of personalized marketing. The study concludes with future research directions as ways forward for personalized marketing, wherein a focus on new-age technologies involving artificial intelligence, big data, blockchain, internet of things, and wearables is encouraged to explore new ways to curate personalized experiences across online and offline channels.

Strengthen Positive Integration between Social and Community Marketing advertisements in Egypt

Strengthen Positive Integration between Social and Community Marketing advertisements in Egypt

THE URGENCY OF REGULATING THE MISUSE OF PERSONAL DATA POSSESSION BY E-COMMERCE FROM THE PERSPECTIVE OF COMPETITION LAW

The era of the digital economy has increased global trade transactions, giving rise to e-commerce companies that utilize the internet, websites, and applications to carry out trading activities in goods and services. This transformation has led to a change in viewing personal data as a commodity, so that e-commerce practices often take possession of personal data. Departing from this background, this study analyzes how the existing business competition law provisions anticipate the mastery of private data by e-commerce. This study uses a normative juridical method, with a legal-statutory approach and a conceptual approach. The results of the study show that mastery of personal data is indeed permitted in the Personal Data Protection Law, but it is necessary to pay attention to its impact on e-commerce business competition in Indonesia. The practice of controlling personal data has the potential to be misused and can result in monopolistic practices and/or unfair business competition. Current business competition legal instruments and the Business Competition Supervisory Commission (KPPU) are still limited in conducting investigations related to the practice of mastery of personal data by e-commerce which involves market advertising, definition of the e-commerce market, measuring market power, and reviewing mergers. It is necessary to formulate separate regulations regarding the prohibition of controlling personal data which can result in monopolistic practices and/or unfair business competition, both in the revision of the Business Competition Law and other related regulations.

EKONOMI POLITIK PERLINDUNGAN HAK KEKAYAAN INTELEKTUAL: STUDI KASUS KEBIJAKAN PUBLISHER RIGHTS AUSTRALIA TERHADAP GOOGLE DAN FACEBOOK

Australian news media publishers are facing serious challenges as Google and Facebook emerge as digital platforms in the Australian media industry. They have transformed into the main pillars of media industry as they monopolize distribution and monetization of news content as well as the digital advertising market, thus dominate Australia’s digital market share. Their power and dominance in controlling the flow of information and digital advertising have drawn attention of the Australian government. In response, the Australian government enacted the publisher rights policy through adoption of the News Media and Digital Platforms Mandatory Bargaining Code (NMBC). Google and Facebook reacted strongly against the NMBC and threatened to close the services in Australia. This research aims to explain the reasons behind Australia’s enactment of the publisher rights policy against Google and Facebook. Using the analytical descriptive research methods combined with theory of regulatory mercantilism, concept of digital sovereignty, and concept of intellectual property rights, this study argues that enactment of the publisher rights policy is due to the imbalance of bargaining power between the Australian news media publishers and Google and Facebook. In addition, this policy was enacted due to the reduction in traditional revenue received by the traditional news media publishers as a result of declining advertising revenue, content purchases, and subscriptions that pose a threat to sustainability of Australia’s news media industry. Lastly, the adoption of the publisher rights policy is due to the centralized media power of Google and Facebook which endangers diversity of Australian news media.

Blessing or Curse? Implications of Data Brokers for Publisher Competition

The explosion of consumer data has spawned a burgeoning data broker industry, pivotal in targeted advertising. A recent media report estimates the worth of the data broker industry by 2030 at approximately $382 billion. Key players such as Oracle and Lotame gather data from diverse sources to create and sell valuable insights. Digital publishers often rely on these brokers to gain (i) individual insights drawn from their own data or (ii) collective insights drawn from both their data and those of their competitors, improving their targeting precision. This study develops an analytical model to explore the competitive implications of data brokers in a targeted advertising market with two competing publishers and a mass of advertisers. It reveals that the data broker might strategically price their insights to exclusively offer collective insights to one publisher, thereby altering market competition. Moreover, the broker’s actions can either foster or hinder competition among publishers, depending on its strategic interests. Despite potentially reducing market competition through exclusive selling, the provision of collective insights can enhance aggregate welfare by enhancing publishers’ targeting capability. This illustrates the nuanced interplay between data brokers, publishers, and advertisers in shaping the landscape of targeted advertising.

Increasing trust and value of mobile advertising in retailing: A survey design, machine learning approach, and blockchain in the trust path

The U.S. mobile advertising market generated $175 billion in 2023, emphasizing its significant role in the marketing industry. This paper presents two studies that contribute to the trust path of mobile advertising, which can ultimately increase customers’ purchase intention. The survey study proposes a new moderator, mobile learning by ads, which can aid in developing the trust path theory in mobile advertising. We tested a research model that includes a moderated mediation relationship using a sample of 200 respondents. Survey results reveal that mobile learning strengthens the link between trust, value, and purchasing behavior. This finding highlights the importance of incorporating mobile learning strategies to enhance customer trust and ultimately increase purchase intention in mobile advertising. In the post hoc study, this paper introduces the text analysis to explore a large dataset containing 3499 tweets contributing to mobile advertising. Text analytics results indicate that blockchain and cybersecurity are the primary topics among users who focus on the trust path in mobile advertising. Blockchain and cybersecurity are the most identified topics because cyber-attacks and privacy concerns are growing in mobile advertising systems. Moreover, the fact that users remain optimistic about the trust path is significant for its theory development.

Research on new media art exchange and communication driven by artificial intelligence technology

Abstract This paper gathers information on artificial intelligence, art communication, news communication, and other related topics, with the aim of comprehending the role of artificial intelligence in enhancing information and new media art communication. The paper selects information from the “Annual Development Report of China’s News Industry” and “Review of China’s Advertising Market” to analyze and summarize the current state of the gradual intelligentization of news. We examine the browsing data from new-era news media, including today’s headlines, to investigate the impact of intelligent news dissemination. Lastly, we scrutinize the spatial data from actual new media artworks to comprehend the role of intelligence as a catalyst for experiencing a sense of immersion. The results show that by June 2024, the number of Internet users will be as high as 725 million, accounting for 96.8%. The penetration rate of intelligent new media also rises gradually with changes in time. It reached 84.9% in 2023, and almost half of the users are undergoing intelligent migration. And Tencent News, as a new-age news media, tops the list with a monthly activity of 27,042.17. The interactive nature of artificial intelligence technology promotes artistic communication and broadens the scope of communication.

ProMark: Ensuring Transparency and Privacy-Awareness in Proximity Marketing Advertising Campaigns

ProMark: Ensuring Transparency and Privacy-Awareness in Proximity Marketing Advertising Campaigns

Lemon Ads: Adverse Selection in Multi-Channel Display Advertising Markets

Lemon Ads: Adverse Selection in Multi-Channel Display Advertising Markets

ОСОБЛИВОСТІ ВИКОРИСТАННЯ ТАРГЕТОВАНОЇ РЕКЛАМИ В ДІЯЛЬНОСТІ ВІТЧИЗНЯНОГО БІЗНЕСУ

The article outlines the general features of using targeted advertising for Ukrainian business. The popularity and relevance of advertising in social networks is substantiated through the prism of the large number of Facebook users, and argumentative factors from prominent practitioners-scientists are provided. The definition of targeted advertising from different people, namely: practitioners, scientists, businessmen was analyzed and a summary statement was presented. According to the Ukrainian Advertising Coalition, it has been determined that the digital advertising market in Ukraine is gradually recovering after the first year of the war and is taking on new forms. A comparative analysis of the advantages of using advertising in social networks has been carried out and the disadvantages that may be present in the work process have been contrasted. The key characteristics of running each level of targeted advertising in Facebook Ads Manager are defined. The work describes the main elements when setting up targeted advertising, namely: audience types, advertising goals, stages of the client's journey through the sales funnel. It has been determined that Ukrainians are quite picky when viewing advertisements, it is difficult to impress them, so the success of targeted advertising requires creative photos, videos and texts that will be unique and will be able to engage customers, regardless of the stage of the sales funnel. A fairly popular way of advertising – promoting posts on Instagram and the advantages of more professional implementation through Meta Business Suite is also analyzed. The importance of a personal and business Facebook page for launching targeted advertising is noted, because Meta algorithms often block suspicious users, so this is an important element in preparation. You also need to be aware of the requirements for what you can advertise and follow to avoid being permanently banned. That is, targeted advertising is a good way to promote business both in the B2C and B2B sphere, as it is close to the user who spends a lot of time on social networks every day, and considering that paid promotion in Tik Tok is prohibited in Ukraine, the target is still the only one way of advertising in social networks.

Problematic Issues of Competition in the Outdoor Advertising Market

The article analyzes problematic issues related to competition and the legal regulation of the outdoor advertising market. This form of advertising remains effective in promoting goods and services, despite the rapid development of new technologies and the widespread popularity of the Internet. Outdoor advertising is one of the most heavily regulated types of advertising, with the current laws outlining several requirements and the necessity of obtaining a placement permit. However, the legislation governing the placement of outdoor advertising is not perfect. Some issues are controversial, and others are not addressed by the legislation at all. Since many matters concerning outdoor advertising placement are left to the discretion of local self-government bodies, there is a risk of creating additional barriers to market entry and negatively impacting competition in the market. Therefore, there is a need to analyze the problematic issues in the outdoor advertising market and find solutions. Based on the conducted research, the author proposes amendments to the current legislation to enhance competition in the placement of outdoor advertising.